Experimental typographers

Experimental means ‘a valid means of rational investigation, of taking risks and viewing those risks as crucial to the development of the overall design process’ p007

Identified usually with avant-garde – rejecting existing traditions or canons of style but it may also take forward ideas and develop original positions. But avant-garde moves quickly to mainstream in the search for the next ‘new thing’.

Communication with the audience is also constantly renegotiated as they become quickly accustomed to ‘the new’.

Expressive – the way language is articulated through the use and arrangement of type to enhance communication. Distinct from emotive or illustrative treatment of letterforms which often eclipses the clear presentation of the message.